Today, Nikon Inc. announced its entry into the action camera market with the development of an exciting lineup of products that build on Nikon’s legendary excellence in optical technology and imaging innovation. The first in the lineup will be the Nikon KeyMission 360 a rugged camera capable of recording true 360-degree video in 4K UHD allowing users to share new perspectives and explore imagery like never before.

The Nikon KeyMission 360 features an image sensor and lens on opposite sides of the device, with images from each combining to create a single immersive, ultra-high-definition 360-degree video and still image. A terrific companion for a wide range of travel, sports or when an adventure takes a turn off the beaten path, the camera is designed to be easy to use and withstand the elements. Waterproof (approx. 100 ft./30m), and ready to stand up to dust, shock and low temperatures, the KeyMission 360 also features electronic Vibration Reduction (VR), enabled through applications during playback, that reduces the effects of camera shake to help produce sharp and crisp video quality.

Nikon will exhibit reference models of the KeyMission 360 at the Nikon booth at the 2016 Consumer Electronics Show (CES) from Wednesday, January 6 to Saturday, January 9, 2016 in Las Vegas, Nevada. The KeyMission 360, the first of Nikon’s lineup of action cameras, along with a variety of dedicated accessories, will officially be released in Spring 2016.

DE: But the KeyMission 80 and KeyMission 170 seem like they're closer to the GoPro market, the existing market. In what ways do you see the 170 and the 80 models giving people reasons to buy Nikon, rather than a GoPro? How do you differentiate?

MI: First of all, speaking of the action camera category, while growth seems to have slowed in some markets, we foresee further growth in the action camera market overall. And we decided to participate in the action category to respond to change, and give us [an advantage] in the environment surrounding imaging. Especially videos, and focusing on new ways of enjoying imaging so that we can expand the domain of our imaging businesses. Also, one of the new overall policies we have for 2016 is higher compatibility with the internet [connectivity and sharing]. To make this policy clear, we decided to introduce the KeyMission cameras this year, together with the SnapBridge apps. That's the start of our marketing.

It’s a bad surprise that it doesn’t shoot anything more than full HD video. Nikon seems to think that people will want to buy all three of its KeyMission cameras, ready to use them in different situations.

The Nikon KeyMission 360 has a lot of promise, but interacting with it is stepping into a sphere of frustration. During my recent sunset photo shoot, I watched the light ebb away as I repeatedly tried to connect to the camera from an Android phone and use its Remote Photography mode. When we manage to make a connection, the live view gave little indication of what the final output would actually be. A significant revamp of the software will go a long way toward making the good hardware more usable.